Typebea is the new haircare line by Rita Ora, here's what we know

a woman posing for a picture
Rita Ora is the latest celeb to launch haircare Emma Gritt

Rita Ora is the latest celebrity to release a haircare range. Joining the likes of Beyonce, Jennifer Aniston and Tracey Ellis-Ross, the singer and presenter has joined forces with Vida Glow founder Anna Lahey to launch TYPEBEA, a four piece product range that caters to all hair types and is available as of today.

Speaking exclusively to WH, Lahey explains how the partnership started out as fate during a Vida Glow rebrand event in Sydney in 2021.

'We sat next to each other. You never know what to expect when you have a celebrity talent to the audience and the reach that Rita has. And she was just a delight! We formed a very natural friendship over meeting that day and we stayed in touch.'

'I could always tell that Rita was hungry for more. She was interested in business and interested in my journey. When I was telling her my story, which started with my experiences with hair loss, she related in a way and shared all of the hair traumas she’s had throughout her career. Naturally that was the very beginning inspiration for TYPEBEA.'

Rita recently shared a sneak peak of the launch to her followers on IG, stating 'The relationship we have with our hair is so personal. For me, it’s a huge part of my identity, creativity and confidence. Throughout my career, I’ve had nearly every hair colour and style. My hair has been bleached, I’ve had extensions, I’ve cut it short. But now I can say my hair is the healthiest it’s ever been. I can’t wait to share this with you!'

As for the range, Lahey and Ora reveal its been three years in the making and each product has been formulated without parabens, silicone and sulphates and include scalp nourishing actives. The paired back line up includes...

Typebea G1 Overnight Boosting Peptide Serum

A nightly no rinse serum that works to prevents hair loss and promotes hair growth. PH balanced formula. Increases hair density for strands in need of extra body. Fast absorption for no post-application wash. Strengthens hair follicles to grow hair. Safe for colour treated hair.

Typebea G2 Strength and Length shampoo

This shampoo has been formulated to nourish and volumise at the root for extra fullness. It also works to exfoliate the scalp to remove product build-up, oils and dirt and is PH balanced formula to optimise hair growth.

Typebea G3 Strength and Length Conditioner

This softening conditioner makes detangling a breeze and helps to repair split ends after thermal and mechanical damage. Typebea claim it energises the hair to leave it nourished and moisturised and delivers an anti-frizz effect for smoother-looking hair. Working to improve overall hair health, it's also safe for colour treated hair.

Typebea G4 Hydra-gloss Treatment mask

To be used after washing but before the peptide booster, this treatment mask works to re-bonds cuticles to help retain moisture, reduce hair breakage and split ends. It provides seep moisturisation of hair strands and cuticles.

Aside from launching the brand due to their own personal experiences with hair health the understanding of how linked it is to personal confidence, Lahey adds that the current consumer demand for prestige haircare has never been higher.

'It's the fastest growing category in beauty retail. The global hair and scalp care market is expected to expand to USD $121 Billion by 2027. And the hair loss segment represents the largest category within the global haircare market.'

'These figures show that people are prioritising their hair and looking for premium haircare options - we want to provide a solution for them. Our ultimate goal with Typebea is to rebuild people’s confidence in their hair, and to love their hair again. Feeling good about your hair is so important, because our hair is so tightly linked to our identity and how we show up in the world,' she adds.

With its friendly price point and easy-to-follow line up, we're testing the range as we type and will report back on whether the products worth adding to your haircare arsenal. Watch this space...

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